pr in a digital media landscape

PR in i digital media landscapeCreative Day, 2 april 2012Fredrik Pallin, Springtime

Hi, my name is Fredrik Pallin

My agenda for today

What is PR? How has a digital media landscape changed our business? How to work with PR in social media

You’ll find my presentation at:http://www.slideshare.net/springtimePR

What is PR?

PR is the practice of managing the communication between an organization and its publics.

PR = “earned media”

PR results in 3rd party credibility

Own channelsYour staffYour webNewslettersFacebookYour officeTwitter

Earned channelsPublicityBlogsAmbassadorsEtc

Bought channelsOffline/online adsRadioTVDirect mailSponsorshipEvents/Failrs

What is PR?

Choice of channels

Control

Reach

What’s it like to work with PR in a digital media landscape?

Well, you have to adapt to these changes

http://www.youtube.com/watch?v=KOYbnbXHR6U&feature=related

How has social media changed our way to communicate?

Media yesterday

News created by predefined structures. In order to be a sender you had to belong to a company or

organization Recipients clearly defined. The only exchange took place through letters to the editor.

Media today: The customer as co-producer of social media

Media On Demand

We no longer look at broadcasted TV - we watch what we want when we want to see it.

On demand. At our hands.

All we need is… in our hand.

Something has happened in few years

We don’t by CD:s

We don’t rent DVD:s

We don’t watch broadcasted TV

The radio has moved to our pockets

MTV is no more Music Television

We’re shifting from paper to pads

What is common with all these changes?

The personal recommendation is the most important factor driving sales.

We love to share and show off what we experience

The audience is engaged – are you?

How do you take advantage of this engagement? Can you both contribute and benefit from the same time? How do you take home the synergies?

So what’s it like to work with PR today?

New arenas New opinion leaders New tools New rules

New opportunities!

Let’s go back to the year of 2003

From static web pages to dialogue pages

Is blogs a threat to journalism?

The blog as plattform for journalists

From blog till journalism and vice versa

What companies has time with social media?

Who has time for Facebook?

Over 4.5 million active users in Sweden

Distributing press releases now and then

WHAT’S NEXT?

Building constant presence more important.

”The handcraft” social media is more important than ever

Impact

Time

Traditionalcampaigning

Social networking

Your homepage is less important

Your toolbox – act where the audience are

Where is social media organized?

Example: Telia

Karin NordlundKundrelationer

Alla externabloggar /forum

Twitter

Karin NordlundKundrelationer

Newsroom

Minna LaurellCommunication

Forum påTelia.se

Szofia JacobssonDigitala kanaler

Bloggar på telia.se

Szofia Jacobsson Digitala kanaler

Facebook N&N

Ola JohanssonMarknadskom.

YouTube

Matilda ForslindMarknadskom.

STYRGRUPP: Catharina Ljungberg, Bredbandstjänster; Josefin Lundmark, Mobilitetstjänster; Maria Öhman, BuS; Christina Carlmark, Kundrelationer; Anders Meyer, Digitala Kanaler; Claes Larsson, Com Bredbandstjänster; Niklas Henricson, Com BuS; Charlotte Züger, Com Mobilitetstjänster

Veckomöten

Månadsmöten

Nätverksansvarig: Andreas Eriksson, Bredbandstjänster

Varannan vecka

Varannan vecka

Varannan vecka

Varannan vecka Efter behov TBD

Varjevecka med More

Efter behov

Facebook Unga vuxna

Anna FridlundMobilaffären

Iphone-bloggen

Anna FridlundMobilaffären

Changes in society

Aware, informed and educated customers

Customers control their own production resources

Customers have the ability to organize and coordinate communication and resources

Customers are connected to each other and social contexts

Increased speed of contacts requiring faster response

Producers are consumers and vice versa

What does this mean for you communicators?

How can you use social media?

Knowledge Perspective

Relationships

Identity-adding

Value-adding

Product development

Customer Support

Business intelligence

Crisis management

Viral campaigns

Branding

Customer Care

An interaction between content and trust over time

You choose a company as you choose friends. Those you can identify with, you become fans of.

Thanks for listening

Fredrik Pallin@pallin

0708-114 115fredrik.pallin@springtime.nu

You’ll find my presentation at:http://www.slideshare.net/springtimePR